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Google Will Use IP Addresses for Advertising. The Change Will Affect Users in Europe.
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A panicked arms race is underway in the world of digital advertising. Europe is becoming the main battleground. Google has officially announced that, from August 2026, it will begin using IP addresses to track and personalize ads in EEA countries and the UK. On the surface, this seems unsurprising – after all, it's how this giant makes its living. However, the devil is in the details. Just a few years ago, Google engineers publicly called this s…
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